Marketing Strategy for Merchant Shipbuilders
A AND P APPLEDORE INTERNATIONAL (UNITED KINGDOM)
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Much has been published over the years about technology and productivity in shipbuilding, and much also about the shipbuilding market and its potential. Little has been published to-date however, about the all important techno-economic interface between the two. This paper sets out to explore this interface, and to identify how a shipyard can be matched to its external environment through the adoption of a coherent strategy. The elements of external forces are considered in particular prices and market volume, and the internal factors within the control of a shipyard are examined to review how they can be utilized in a strategic sense to match a shipyard to a targeted market sector.
- Economics and Cost Analysis
- Marine Engineering